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                <h2>突破与引领，观谷定制被酒企看好的原因在哪里？</h2>
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			<div class="info"> <small>时间:</small>2017-03-21 17:02<small>来源:</small>酒业财经 <small>作者:</small>欧阳瑾 <small>点击:</small>
                <script src="/plus/count.php?view=yes&aid=140&mid=2" type='text/javascript' language="javascript"></script>
                次</div>
			
            <div class="intro">定制酒在很长一段时期以来，似乎还停留在初级发展阶段。因为大多定制产品，依旧没能达到行业的发展预期，无论是个人消费，还是企业定制，还没形成一个良好的增长极。产品生产</div>
            
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                            <p style="margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important;">
	<strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">定制酒在很长一段时期以来，似乎还停留在初级发展阶段。因为大多定制产品，依旧没能达到行业的发展预期，无论是个人消费，还是企业定制，还没形成一个良好的增长极。产品生产与创意设计，没能构成一个可持续发展的新兴业态。</strong></p>
<p style="margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important;">
	<strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">虽然个性化、专属化的市场需求日趋增多，但是能够把这个需求系统化、商业化的服务商尚未形成一股行业力量。深圳观谷定制的探索和实践，在一定程度上起到了突破与引领的作用，被誉为定制酒的破题者或破局者。</strong></p>
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	<img alt="" src="/uploads/170321/2-1F3211AP1D0.jpg" style="width: 350px; height: 629px;" /><br />
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	分享经济促进了生产方式由大规模单一中心，转向去中心化的个性定制。而定制酒不仅优化酒企的资源配置效率，促进酒企生产方式的改变，更是满足个性化需求，可谓天生契合分享经济，是古老的酒文化与时俱进的一股清流。</p>
<p style="margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important;">
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	观谷基于对定制酒与移动互联网结合的深刻理解，打造以产品极致化+营销极致化+场景极致化+传播极致化+大数据化为核心的服务体系，引领定制酒进入4.0时代。其C2M模式为酒企打造全新的&ldquo;观谷云&rdquo;线上线下全闭环营销系统，把酒企传统线下优势与互联网自由连接的特性有效融合，实现了用户与产品，用户与用户，用户与终端、与品牌的无限对接，同时集合创新的全员传播系统，构建酒企定制酒低成本盈利模式，实现酒企销量和品牌的双提升。</p>
<p style="margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important;">
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	正是因为观谷具有如此接地气的力量，才使得迎驾、金种子、景芝、泰山、酩馏、国花瓷、洮儿河、释心堂、龟龄集等品牌达成了定制酒+互联网的战略合作，为中国酒水企业的转型与升级，注入了新的活力。</p>
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	<img alt="" src="/uploads/170321/2-1F3211AT1549.jpg" style="width: 350px; height: 629px;" /></p>
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	<strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">行业现状与需求现象对立，是定制酒发展的市场机会</strong></p>
<p style="margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important;">
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	酒水行业的定制业务，在互联网时代早已催生，但乱、小、粗、劣、大抵是行业现状，缺乏创意、设计粗简，或不接地气的孤高曲寡的情形司空见惯。而实际上消费者的内心需求是多样性与多维性的，只是行业之中还没有机构可以把这种商业力量集结成军，所以这个市场还只是零散的、碎片的、不成规模的潜在商机。</p>
<p style="margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important;">
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	如何才能把这个潜在的商机唤醒？就要摒弃过去那种粗劣的定制思维，不要仅仅是套一个瓶型，贴一个人名的初始定制，而是要一个从生产到设计都充满创意的初心定制。只有这样的定制产品，才会变成消费者喜欢的赏品，才能形成一种可持续、可盈利、可发展的产品，而非玩物。</p>
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	观谷定制的突破与引领，正是从生产者的短板与困境入手，找到企业定制有市无力的痛点，采用一站式服务的解决方案，系统化、技术化、人性化地契合了酒水企业的定制需求，让企业定制真正成为一股增加业绩、拉动市场、带动消费的发展力量。</p>
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	曾经的黄金十年，造就了中国白酒品牌走传统、大气的习惯，比拼的是谁的历史悠久，给消费者造成一种严肃、刻板的感觉。如果说白酒过去占据了人口红利的优势，这种做法无可厚非，那么在今天80、90后成为消费主体的年代，酒企依然还这样沉迷历史，就很有被时代遗弃的可能。</p>
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	未来十年是白酒跟用户对话的时代。白酒努力的方向，是学会跟消费者对话。在白酒新时代，酒企最需要补偿的短板，就是要具备内容输出的能力，未来十年酒企酒商都将转型为内容输出商。</p>
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	在碎片化时代，白酒产品想凭一个电视广告就层层压货，然后通吃天下的做法，已经没可能实现了。而定制酒，是以用户为中心、基于精准预判消费需求去开发产品、生产内容、精准推广，实现酒企用户和利润新增量的商业模式！</p>
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	&nbsp;每一瓶定制酒，都有属于用户的情感在里面，把故事性和独一性结合在一起，它是用户情感的延伸，可以读，可以品，可以晒，它借助用户自发性的产生内容（聚饮、社交），让口碑传播在圈子里迅速扩散。酒企则可以通过定制酒打造各种应用场景，从而激活每一个潜在用户的饮酒需求。</p>
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	观谷定制，正是这样一个定制酒内容输出平台&mdash;&mdash;</p>
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	产品定制：不只设计一个酒瓶、一个模板，而是契合品牌基因，实现用户个性化需求的全过程的系统服务；</p>
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	内容输出：以新媒体与线下公关为主的全渠道互动传播，生产用户共鸣的高质内容；</p>
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	线上+线下销售闭环：帮助酒企建立线上+线下销售闭环（线上传播+线下实体门店绑定营销）、建立社群营销体系，实现利润最大化；</p>
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	大数据处理：驱动传统酒企向互联网+的商业模式升级，开展、建立用户数据化营销系统，让酒企更懂消费者；</p>
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	库存松绑：打破传统既定的交易习惯，采取先下单再生产的定制运作程序，实现企业低库存，甚至零库存的终极目标。</p>
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	定制酒，是酒企迈向新零售、利润新增量的最佳路径。观谷定制顺应中国酒水界的消费变迁与互联网渗透的时代潮流，从定制酒产品创新、生产创新、全民推广、互动营销四大维度，为中国酒企定制酒互联网&ldquo;线上+线下&rdquo;全民场景营销模式。</p>
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	<img alt="" src="/uploads/170321/2-1F3211A9211A.jpg" style="width: 350px; height: 523px;" /></p>
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	<strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">生产与消费的割裂，是制约定制服务升级与发展的鸿沟</strong></p>
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	生产企业有生产能力，但是大流通的工厂思维，依旧是左右酒企定制酒发展的拦路虎。定制不仅仅需要生产力，还需要想象力，而想象力的翅膀，往往不在流水上。因此，外来定制思想与思维的输入，成了酒水行业实施定制产业化的必然现象。</p>
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	而如何让生产与消费不能割裂开来，不能让生产与消费这两个主体相隔鸿沟，就要寻找二者之间的聚合因子。匠心化的产品，人性化的设计，精神化的诉求，是定制酒从小众化走向大众化，从尝试化走向商业化的三大魔杖。</p>
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	观谷定制的被酒企看好，就是可以将生产与消费有效结合，真正能够为企业创造新的商业价值。&nbsp;</p>
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	观谷的初衷，是以需求为起点，构建以消费需求为核心，先订单再生产，实现用户到酒厂的直连，去除中间流通加价环节，为用户提供平民价格，专属个性化酒品和服务，实现生产与消费者的直接触达和交互，让传统酒厂转变为适应新需求、个性化需求的柔性化、智慧化、低成本的生产。</p>
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	观谷从服务酒企的实战中，总结出酒企做定制酒的四大优势：</p>
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	品牌粘性：定制酒因为与消费者的互动性强，消费者可以参与到定制酒的定制过程中来，因此品牌的粘性更强。</p>
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	口碑提升：定制酒的服务更加细化、贴心，消费者在体现过程中，场景化效果突出，因此对酒企的口碑有很强的提升带动作用。</p>
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	用户标签：传统酒企卖酒，只知道卖了多少酒，不知道酒究竟卖给了谁？这在大数据时代，是一种巨大的资源损失，无论消费者的生活习惯、购买途径、性别年龄、活动范围、个人兴趣等等，都是非常重要的市场信息。而定制酒天然的成为用户信息最强有力的抓手。</p>
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	利润增量：定制酒因为没有层级分销商和硬性营销成本，因此消费者的钱主要花在了酒体上，利润空间更大，且消费者在使用过程中，欲罢不能，从而成为酒企产品家族中新的利润贡献者，也成为酒企销量中新的增长极。</p>
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	而规避了生产与消费两张皮的割裂状态，自然就消除了定制酒升级与服务的鸿沟之虑。</p>
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	<img alt="" src="/uploads/170321/2-1F3211A959523.jpg" style="width: 350px; height: 591px;" /></p>
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	<strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">产品与赏品的结合，是考量定制商综合竞争力的关键</strong></p>
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	消费者的挑剔，是任何行业任何产品不断创新发展的动力；消费者的满足，是任何新产品新模式不断进化的的结果。对于定制酒来说，由于其个性化需求因素与色彩的更加浓烈，所以被挑剔与满足的难易度，也就更为苛刻。</p>
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	人性是最难衡量的，也是最好衡量的，只因为人人心里都有一把尺子。</p>
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	而以心为尺度的产品和消费，往往是敏感而真实的存在。</p>
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	对于如何才能让消费者对定制产品满意，深谙营销之道的深圳观谷定制咨询公司董事长梁文峰认为，人的需求无非是精神需求与物质需求两个层面，如果换位思考，你的产品与设计可以问心无愧或自感自豪的说好，才是自己给自己打了六十分。在这个及格线上，你还可以发挥自己的无限潜能来完善它，因为创意是无极限的，私人化、私享化、私密化的定制服务尤其如此。</p>
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	他表示，观谷定制之所以被很多酒企看好并选择 就是因为他们具有与众不同的创新精神与创新技术，而这些可系统化、集成化的优势，又是可控、可感、可行的行业竞争力。</p>
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	把产品思维与赏品思维结合，链接生产与消费的全程解决方案，是考量定制商综合竞争力的关键。观谷定制的专业契合度，决定了它对行业影响度，这是可喜可贺的创新性贡献。</p>
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	定制酒是新的增长极：观谷服务的迎驾酒业的一个业务人员，晒了一个微信朋友圈，一个消费者定了他一千箱迎驾定制酒。这就是定制酒的威力，传统的流通产品，只能一瓶一箱的卖给消费者，但是定制酒，可以一百箱一千箱的卖给消费者。如果说传统流通产品是盘踞在中国广大地区的各种公路，那么定制酒就是高铁，它直接通达&ldquo;新人类&rdquo;的社群核心。</p>
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	从观谷服务的企业来看，无论是地处中原地带的金种子、迎驾，还是身处山东半岛的景芝、泰山，甚至西北地区的赤列酩餾、东北地区的洮儿河酒、中西部的西凤国花瓷等，其定制酒业绩都在以150%的速度逆势增长。</p>
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	而增长的核心，自然是产品被当作赏品一样的热爱，才会呈现如此向上的市场力。而要想把产品做到被欣赏的极致，这绝不是一人之力，而是系统之功。这种对定制商的综合考量，就是对一个团队竞争力的最好把握。</p>
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	深圳观谷，不简单！<br />
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